Burberry recently bought back its beauty license from Interparfums, which means it will now produce and market all its make-up and perfume in-house. Its new BRIT Rhythm mens fragrance just launched and Ahrendts talks about the strategic moves behind the product and promotion. Such as dressing Sienna Miller and Cara Delevingne in rock chick-y Burberry studs for the Met ball to seed the aesthetic in our minds ahead of time.

Beauty and fashion are so interlinked now and Burberry is one of the pioneers in synergising catwalk clothes with beauty. Its Beauty Booth Twitter campaign last season was certainly memorable for me – did I mention my Karlie Kloss moment?! And the marketing campaign for Brit Rhythm includes these frankly genius scented temporary tattoos. All that in mind, I do think it’s important to keep an eye on the product itself. The fragrance veers a little towards generic for me, but I look forward to seeing what they come up with next…